The move follows a three-fold increase in sales to more than £1million for the company, founded two years ago by fashion accessories expert Lisa Kay, whose mission was to liberate women from the double bind of searing pain and dowdy designs. Renowned for smart looks and forgiving comfort Sole Bliss has become a go-to brand for those seeking elegance for a special occasion or obliged to be on their feet for hours. Famous names spotted in a pair (£149 for its most popular style the chic Carmen) include Dame Helen Mirren and the Duchess of Cornwall.
The key to success, says Kay, is in the footwear’s patent-pending technology. Its invisible stretch panel and fused foam layered construction cushions, supports and prevents feet rolling inwards.
The design of the breathable leather-lined shoes’ wide angled fronts to accommodate bunions also stops the excessive pressure resulting from toes gripping, a common reaction among sufferers when in a bid to find comfortable shoes they choose ones too big for them.
Kay, whose other fashion business Lisa Kay London is also seeing strong sales, is expanding the range this year with wedges, sandals and ballerina flats.
She now exports to 38 countries and has so far self-funded the enterprise with husband and co-founder Roger.
Hereditary factors and childbirth are the main causes of bunions and there are 10 million people, mainly women, with the condition in the UK alone.
But social attitudes are changing with more openness about body problems which can only help awareness of a brand like Sole Bliss, observes Kay.
“So this is far from a niche market. Our shoes feel like slippers,” she adds. “When our customers attend an event they no longer dread how they will cope, nor do they waste money on shoes they hardly wear because of the pain. They can anticipate wearing heels or walking easily with pleasure.”
www.solebliss.com